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Brandweek, November 11, 2008 — Given its recent financial struggles—at the core of which are weak sales that have forced the closing of about 600 of its U.S. stores through the first half of fiscal year 2009—the question many people are asking right now is: Can Starbucks get its mojo back?
Adweek, November 4, 2008 — A recent survey by YouGovPolimetrix revealed that the slumping economy is having a significant impact on how consumers perceive brand value. Budget brands like Wal-Mart and Old Navy were ranked highest by consumers, while more upscale brands and financial services firms ranked lowest, reflecting a loss of consumer confidence.
New York Times, October 30, 2008 — Since Howard D. Schultz returned to the helm of Starbucks in January, he has desperately tried to recapture the company’s original magic. Mr. Schultz has hired back one of the authors of Starbucks’s original success: Arthur Rubinfeld, its president of global development. Back at Starbucks since February, Mr. Rubinfeld is now guiding a renovation of its stores and refocusing on the urban markets that gave the company its illustrious start.
Wall Street Journal, October 27, 2008 — After unveiling plans earlier this year to sell espresso drinks at all of its U.S. locations, McDonald's Corp. now faces a fresh set of challenges.
The weak economy has prompted some consumers to brew coffee at home instead of buying it at coffee shops. A sharp pullback by Starbucks Corp., which is shutting hundreds of stores as its sales slow, has analysts questioning whether now is the right time for McDonald's to roll out its premium line of lattes, cappuccinos, smoothies and sweet, ice-blended frappes.
Advertising Age, July 29, 2008 — Starbucks CEO Howard Schultz said the coffee retailer will cut 1,000 jobs in addition to those resulting from the 600 store closures announced earlier this month. It's unclear how many marketing personnel will be affected, but those familiar with the matter said some groups are facing double-digit cuts in what's being described internally as a "bloodbath."
In another organizational move, Michelle Gass is back in the marketing department, as senior VP-marketing and category. Ms. Gass, a 12-year Starbucks veteran, is credited with much of the Frappuccino's success. She was elevated to senior VP-global strategy in January, and has been overseeing Mr. Schultz's much-discussed (and debated) turnaround plan. Her move is viewed as a need for her expertise in... continue reading
Prophet, June 24, 2008 — When it comes to seizing the power of innovation to drive business growth, one of the best routes to success — based on practices of leaders on this front — is through Open Innovation. But while the concept is increasingly familiar and many organizations are eager to position themselves to harness its potential, considerable confusion exists around what Open Innovation is and what it isn’t.
New York Times, June 7, 2008 — IN 1981, when American Airlines was struggling to differentiate itself in a newly deregulated industry, it invented the frequent flier mile. Ten years later, American Express responded to its own competitive crisis by introducing what we now know as Membership Rewards.
So it shouldn’t come as any big surprise that Starbucks, facing its own troubled times, would also turn to a loyalty program.
This week, the company flipped the switch on the latest piece of its new Starbucks Card Rewards program: two hours of free wireless Internet service a day. The other freebies include syrup and soy milk additions to its drinks, refills of drip coffee and a tall beverage of any sort for people who buy a pound of whole bean coffee.
Wall Street Journal, May 19, 2008 — For two decades, Howard Schultz enjoyed uninterrupted success building Starbucks Corp. into a hip chain of coffee shops that richly rewarded shareholders.
But with profits off and the stock sinking, Mr. Schultz is cast in an unfamiliar new role: the person who must re-energize a company that has lost its edge. That has unleashed an intensity in him that is rattling the feel-good Starbucks culture.
Advertising Age, April 21, 2008 — Howard Schultz insists he's returning Starbucks to its roots, but he's doing it with mass-marketing tactics once anathema to the original brand.
The company is estimated to have nearly doubled its marketing spending to $100 million, and last week it began an aggressive coupon program unlike anything in its history, raising questions about its turnaround strategy.
BusinessWeek, April 11, 2008 — Advances in manufacturing technology and the global reach of the Internet have leveled the playing field in the product marketplace. It wasn't long ago that time-to-market was two years, then 18 months, and then 12 months. Now, a competitor can knock off your "innovation" in six months or less. Many businesses understand that being "new" or "different" is no longer a differentiator. Countless companies are elbowing their way to the top with designs that are also "feature-rich" or "patent pending." Innovation in product design has lost its meaning and, therefore, its value.
There is still one frontier that remains wide open: experience innovation. This is the only type of business innovation that is not imitable, nor can it be commoditized, because it is... continue reading
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